The 10X Rule is based on the idea that most people set goals that are too small, which leads to mediocrity and a lack of fulfillment. Cardone argues that setting small goals leads to small actions, which in turn lead to small results. In contrast, setting big goals (10 times bigger than what you think you need) forces you to think bigger, take massive action, and achieve extraordinary results. The rule is simple: if you want to achieve success, you need to set goals that are 10 times bigger than what you think you can achieve.